When it comes to deploying an effective Account-Based Marketing (ABM) strategy, the most important component is your target account selection process. View these slides to learn best practices for target account selection, prioritization and how to leverage a predictive account scoring model.

1. Account-Based Marketing –
Target: Strategies to Identify Key Accounts
Joe Paone
Sr. Manager,
SMB Marketing
Renaud Bizet
Sr. Director, Global
Marketing Operations

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Housekeeping
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3. Marketo.com/Resources
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4. A targeted approach to finding, engaging, closing, and growing the
accounts that matter for B2B organizations.
Account-based marketing means selecting target accounts and
delivering focused and personalized programs, messages and
content to them to move them toward your goal—whether that’s an
initial sale, cross-sale or upsell, renewal of their contract, or even
advocacy.
What is Account-Based Marketing?
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5. Transition from Broad Reach
Broad-Reach Marketing
(Inbound)
Account Based Marketing
(Outbound)
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6. Coordinate and Collaborate
ABM Essentials
Target Engage Measure
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7. Account Selection Process
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8. Different Approaches
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9. Account Selection Process
Top 20 Tier 1 Tier 2
Number of accounts 20 ~1,000 ~1,000
Selection criteria • Sales leadership to provide
• Account score = 100
• Filtered out some
industries: e.g. Real
Estate, Non-profit, etc.
• Accounts from Sales to be
added to this tier
• Each rep to pick 20 accounts
Use predictive account score AND
rep knowledge to select accounts
• Tiers for target accounts
• Accounts will be locked for 6
months
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10. Types of programs Programs
Target Account List Size
Top 20 Tier 1 Tier 2
Web personalization
Web personalization for individual
accounts
Yes No No
Web personalization based on
attributes (e.g. industries)
Yes Yes Yes
Direct mail
Low value direct mail Yes Yes Yes
High value direct mail Yes Yes No
In person programs / events
Lunch & Learn Yes No No
Industry/Tradeshows/Field Yes Yes Yes
Onsites Yes No No
Database emails
Targeted emails customized to
accounts
Yes No No
Mass database sends Yes Yes Yes
Online advertising Digital advertising Yes Yes Yes
Content Syndication
Targeted content syndication for sales
ready leads
Yes Yes No
Mass content syndication for new
names
Yes Yes Yes
Sales outreach
Calling campaigns Yes Yes No
Opt-in campaigns Yes Yes No
Webinars/Virtual events
Target account webinars Yes No No
Mass webinars Yes Yes Yes
Appointment setting Target account appointment setting Yes Yes No
Contact discovery programs
Opt-in program Yes Yes No
Name discovery Yes Yes No
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11. ICP: Define Your Ideal Customer Profile
High
Yield
Product
Fit
Strategic
Importance
Competitors’
Customers
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12. How to Pick The Right Target Accounts
ICP
Whitespace
Sales Input
GTM
Data
Quality
Territory
Planning
Strategic
Goals
Predictive
Modeling
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13. How to Build your Account Scoring Model
Historical Data
- Win rate
- Deal Size
- Etc.
Firmographic Data
- Annual Revenue
- Employee Size
- Etc.
4K+ Signals
- Social Media Activity
- Funding
- Etc.
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14. How to Build your Account Scoring Model
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15. SMB NoAm Account Scoring Model
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16. SMB NoAm Account Scoring Model
North America SMBs
Score % of Accounts % of Revenue Lift Average Pos $ in Bucket
A 95+ 10% 52% 7.2 X $31,586
B 75-95 19% 28% 0.5 X $18,606
C 50-75 23% 10% 0.1 X $15,098
D 0-50 48% 10% 0 X $14,794
If you focus on grade A accounts, your likelihood to close
a deal is 7X over current baseline
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17. Leverage Account Identification Tools
Account Data: Niche Solution:
Ex. Competitive Data:
Account Scoring:
etc.etc.etc.
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18. What Success Looks Like
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19. ‒ Different methodologies can be used to select your target accounts that
should map back to your end goal
‒ Make sure you have operational readiness to support the strategy
‒ Consider different data point that are most relevant to your business when
selecting accounts
‒ Set clear expectations with Sales to get buy-in and ensure alignment
‒ A data driven predictive score/account score can help you prioritize accounts
‒ Whichever methodologies you leverage, a tiered approach may also help with
prioritization
Lessons Learned
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20. Thank you!
Questions?